Pro Infirmis: MANNEQUINS

Credits & Description:

Type of entry: Product & Service
Category: Public Health & Safety & Public Awareness Messages
Advertiser: PRO INFIRMIS
Product/Service: PRO INFIRMIS
Agency: JUNG von MATT/LIMMAT Zürich, SWITZERLAND
Client: PRO INFIRMIS
Product: PRO INFIRMIS
Entrant: JUNG von MATT/LIMMAT Zürich, SWITZERLAND
Type of Entry: Product & Service
Category: Public Health & Safety & Public Awareness Messages
Entrant Company : JUNG von MATT/LIMMAT Zürich, SWITZERLAND
Advertising Agency : JUNG von MATT/LIMMAT Zürich, SWITZERLAND
Production Company : PUMPKIN FILM Zürich, SWITZERLAND
Executive Creative Director: Alexander Jaggy (Jung Von Matt/Limmat)
Copywriter: Mateo Sacchetti (Jung Von Matt/Limmat)
Copywriter: Samuel Wicki (Jung Von Matt/Limmat)
Art Director: Daniel Serrano (Jung Von Matt/Limmat)
Graphics: Lukas Frischknecht (Jung Von Matt/Limmat)
Account Supervisor: Marco Dettling (Jung Von Matt/Limmat)
Account Executive: Danijel Sljivo (Jung Von Matt/Limmat)
Account Executive: Roman Meister (Jung Von Matt/Limmat)
Public Relations: Alexander Gligorijevic (Jung Von Matt/Limmat)
Public Relations: Nicole Pauli (Jung Von Matt/Limmat)
Manufacturer Mannequins: Mario Goerres (Moch Figuren)
Producer: Michael Kindermann (Pumpkin Film)
Describe the brief from the client:
Standards and ideals make it difficult for the disabled to be included in society. Both in private and professional contexts. By asking the question “Because who is perfect?” the non-profit organisation Pro Infirmis is drawing public attention to the fact that disabled people should be part of our society everywhere and in every situation in life.

Promotion Development:
The bodies of 5 disabled people were measured precisely to create polished and lacquered window display dummies. On the International Day of Persons with Disabilities, these deformed mannequins were placed in shop windows in Zurich’s Bahnhofstrasse, one of the world’s most elegant shopping streets. A documentation explained how the dummies were produced, and carried information about Pro Infirmis.

Results:
The campaign successfully fights against the exclusion of disabled by questioning norms – without any paid media. First in Switzerland, now worldwide: In conjunction with the Bahnhofstrasse shops, which allowed the mannequins to appear for longer than planned, there now are several requests (e.g. from New York) to arrange the same event.
Short:
15 million Views on Youtube
More than 50,000 likes
More than 40,000 shares
Nearly 5,000 comments
More than 550 news stations and blogs covered the story worldwide
Over 140 million Earned Media Contact Range
A local event is becoming a global movement.

Relevancy to Product/Service:
The deformed mannequins generated a maximum contrast with the conventional standard dimensions of the normal dummies standing next to them.